Advertising display



Jan. 21, 1947. B, B, ROCHLU 2,414,559

ADVERTIS ING DISPLAY Filed March 19, 1942 BY W WM A rroie/vsys Patented Jan. 21, 1947 UNITED STATES PATENT" OFFICE ADVERTISING DISPLAY Benjamin B. Rochlus, Cleveland Heights, Ohio Application March 19, 1942, Serial No. 435,313

3 Claims.

This invention relates to advertising displays, and particularly to displays for street cars, busses, and the like.

The customary advertising cards displayed in street cars, bosses, and the like are simply flat cards of a standard size which are mounted between moldings against a curved panel on the interior of the car or bus. For convenience in handling and transporting fresh cards to the points where the cars and busses are serviced, the cards are originally made and printed flat and then bent to fit the supporting panel when installed.

In other types of advertising displays it, has been found that the consumers attention can be attracted much more readily by three-dimensional displays, such as, exhibiting the actual package or article to be advertised or similar efiects. Since it is generally accepted that in any advertising the ability of the advertisement to attract the attention of the consumer is about three times as important as the convincingness of the advertising text itself, there has long been a demand for means to increase the attention value of car cards and similar advertising. However, the problems of handling, transporting, and servicing car card advertising, together with the necessity of bending the card to fit against the supporting panel and between the moldings provided on the vehicle, have prevented the use of three dimensional and similar attention attracting displays in this type of advertising;

The principal object of the present invention is to extend the attention value of'three dimensional advertising displays to the field of carcard advertising. Other objects are to project and firmly secure in position a representation of a package or other three dimensional figure on an. advertising card originally formed flat and secured in position against a curved supporting panel; to eliminate the necessity of adhesive or other securing means so as to facilitate the installation and removal of the cards; and to provide an arrangement by which a representation of a package may be projected through an opening in a card substantially smaller than the package representation. Other objects will apear inthe following description of preferred embodiments of the invention.

In the accompanying drawing:

Figure 1 is a perspective view showing an advertising display constructed in accordance with this invention in position against the curved supporting panel of a car or bus;

Figure 2 is a plan view of the base card;

Figure 3 is a plan view of the package representation blank;

Figure 4 is a section taken substantially on the line 4-4 of Figure 1;

Figure 5 is a section taken on the line 5-5 of Figure 4;

Figure 6 is a perspective view of a card with a slightly difierent form of package representati on ready to be installed in the supporting panel; and

Figure '7 is a plan view of the blank for the package representation shown in Figure 6.

The curved supporting panel commonly installed instreet cars and busses to support advertisin cards isindicated at E0 in the drawing. Moldings Ii are provided with channels l2 to receive the upper and lower edges of the cards. Adjacent cards are ordinarily separated and set 01f from each other to some extent by' metal di vision strips I3 which are shaped to conform to the panel Ill and slidably disposed in thechannels [2.

In the embodiment of the invention illustrated in Figures 1 to '5, inclusive, a base card His cut from cardboard or the like of suitable stiffness and is provided with upper and lower edges l5 and IE to fit within the channels [2. The card may be of any desired length. A rectangular aperture i! is cut through the card. In

- the illustrated embodiment the package to be represented is a bottle. A blank 'l8 shown in Figure 3 is cut from cardboard or material similar to the material constituting the base card i4. As shown, the blank includes abody portion It? shaped to correspond to the outline of a bottle, and wings 2D integrally connected to the body portion l9 through a portion of its length. Scores or fold lines 2! are provided at the junctions of ,the body portion H] with the wings 20, and similar scores or fold lines 22 are formed in the Wings 23 spaced from the fold lines 2| by a distance equal to the amount it is desired to cause the body portion [9 to project from the base card M. Preferably the Wings 20 are flared outwardly from the fold lines 22 and terminate in the right angled corners 23 designed to coincide with the corners of the base card I4 when installed in position.

The wings 20 between the'fold lines 2! and l 2'2 are preferably substantially equal in'length to through downwardly from the body' portion l9 about the fold lines 2! and again bent through 90? in the opposite direction along fold lines 22, causing the body portion I9 to be projected from the plane defined by the wings 20. The upper end ofthe body portion I9 is then projected through the opening 51 in the base card from the rear side thereof and moved upwardly until the portion of the card defining the upper edge of the opening I! enters the slots 24. At this time the lower end of the body portion l9 can be passed through the opening I 1. The body portion I9 is then lowered to remove the upper edge of the opening l1 from the slots 24, and is then pushed outwardly from the base card l4 until the wings 20 lie against the underside thereof with the corners 23 coinciding with the corresponding corners of the base card H. The complete assembly is then bent and snapped into position with the edges [5 and H5 in the channels l2 and-with the wings 20 and the base card l4 smoothly curved against the supporting panel ID.

The inherent resilience of the cardboard or similar material from which the base card l4 and the package representation are made holds the assembly in position. The engagement of the corners formed at the fold lines 22 with the sides 25 of the opening l1, and the curved bearing of the card l4 against the wings 20 firmly secure the package representation I8 in position as illustrated in Figure 1. The extension of the lower end of the body portion l9 below the lower edges of the wings 20 serves to conceal the opening ill from view.

Inthe form illustrated in Figures 6 and '7 a similar base card 21 is provided with an opening 28. The blank for the package representation is provided with a central panel 29 corresponding to the front side of a package with wings 3G projecting from each side thereof. Panels 3|, corresponding to the sides and ends of the package,are formed by scores or fold lines 32 at the junctions of the wings 30 with the body portion 29 and scores or fold lines 33 spaced from the fold lines 32. The ends of the wings 30 are cut to conform with the edges of the base card 2'! When the display is assembled.

This type of display is assembled by bending the wings 30 at right angles to the central panel 29 along the fold lines 32 and then bending the wings in the opposite direction along the fold lines 33 so that the central panel 29 and side and end panels 3! form a prism simulating a box or other package to be advertised. The assembly is then bent and snapped into position in the manner previously described against the curved supporting panel 10. As in the embodiment pre viously described the inherent resiliency of the material and the engagement between the back of the base panel 21 and the surfaces of the wings 30, which are correspondingly curved, securely retains the package representation in position.

1 An important feature of this display is that all of'the parts may be initially cut, printed and handled in flat condition so as to occupy a minimum of space and may be quickly and easily assembled and firmly secured in the desired relation without any adhesive or any other attaching means except friction and the complemental curvature between the parts when they are mounted against the curved supporting panel lil. It will be apparent that suitable printing, coloring, or illustrating can be impressed upon the visible surfaces of the base card and the pack- 4 age representation before assembly and the package representation is preferably finished to resemble as nearly as possible the actual article or package being advertised.

Because the parts of the display are not secured together by adhesive or other securing means they may move or yield with respect to each other when the assembled display is being installed in the channels [2. The fold lines 22 and 23 in the assembled display will ordinarily not yield to conform to the curvature of the support Ill, but since these are of relatively small extent, and since the parts are not secured together, they assume a relative position in which the departure from the curved contour is not noticeable.

Although two embodiments of the invention have been described in considerable detail it will be understood that modifications and rearrangea distance substantially equal to the spacing of the other ends of said supporting panels from the adjacent end of said advertising panel, and means for holding said supporting panels in position in said opening so as to support said advertising panel spaced from said card.

2. An advertising display comprising a curved supporting surface, a card bent to conform to said surface, means for retaining said card in position, said card having an opening formed therein, an advertising panel longer than said opening adapted to be passed therethrough, supporting panels having a length substantially equal to the length of said opening integral with said advertising panel along the sides thereof and spaced from the ends thereof, said supporting panels being formed with slots extending into the same from one end through 'a distance substantially equal to the spacing of the other ends of said supporting panels from the adjacent end of said advertising panel, and means for holding said supporting panels in position in said opening so as to support said advertising panel spaced from said card. I

3. An advertising display comprising a curved supporting surface, a card bent to conform to said surface, means for retaining said card in position, said card having an opening formed therein an advertising panel longer than said opening adapted to be passed therethrough, supporting panels having a length substantially equal to the length of said opening integral with said advertising panel along the sides thereof and spaced from the ends thereof, said supporting panels being formed with slots extending into the same from one end through a distance substantially equal to the spacing of the other ends 

